Media and Society test 3-quiz one
Many in the advertising industry are calling for the use of ____, an accountability-based measuring of sucess.
ROI
Near the turn of the twentieth century, the ____ was established to verify magazine circulation claims.
audit bureau of circulations
A recent trend in advertising is the proliferation of ___, smaller, more personalized, and task-specific ad agencies
boutique agencies
Creative advertising to appeal to audiences of varying personal and social characteristics, such as race, gender, and economic level, is called _____ segmentation
demographic
Among the criticism of advertising is its ___, the fact ads are everywhere school, on sidewalks, even in the sky.
intrusivness
In the early days of radio-from the 1920s until well after World War 11-programming was
produced by ad agencies for they clients
One of the difficult issues in the regulation of advertising is finding the line between false or deceptive advertising and ___ , that little lie that makes advertising more entertaining than it might otherwise be.
puffery
_____ accounts for the greater proportion of online ad spending
rich media
_____ refers to sophisticated, interactive web advertising, usually employing sound and video.
rich media
____ refers to advertising sold next to or in search results produced by users/ key word searches.
search marketing
In the fifteenth century, European tradespeople promoted themselves with attractive, artful business cards called
shopbills
Common fifteenth-century European pinup want ads for all sorts of products and services were called
siquis
_____ advertising employs messages Amed at retailers and does not necessarily push the product or brand, but promotes product issues of importance to the retailer, such as volume, marketing support, profit potential, distribution plans, promotional opportunities
trade
New, interactive technologies give consumers two. choices when making a purchasing decision: exit, simply choosing not to buy the product, or ____, explain exactly why they are not buying.
voice
At the outbreak of World War 11, several national advertising and media associations joined to develop the _____ and used their expertise to promote numerous government programs.
war advertising council
The effectiveness of an ad's placements Is often judges by its cost per thousand (CPM), or the cost reaching 1,000audience members. For example, an ad that costs 20,00 to place in a major newspaper that is read by 1 million people that has a CPM of
20,000
The first full-service ad agency was begun in 1869 by
F. Wayland Ayer
Advertising copywriter____ recognized in 1841 that there were merchants who needed to reach consumers than their local newspaper readership. He contacted several Philadelphia newspapers and agreed to broker the sale of space between them and interested advertisers, thus inventing the advertising agency
Volney B Palmer
To ensure that they did not profit unduly from the death and destruction by World War 11. manufactures were subjected to
a high excess-profits tax
The ___ department is typically headed by an account executive, who's serves as liaison between agency and client, keeping communication flowing between the two and heading the team of specialist assigned by the agency to the client.
account management
Clients are increasingly asking advertisers for ____, agreements on campaign-specific outcomes and consensus on how the effectiveness of a specific ad or campaign be judged.
accountability metrics
___ is mediated messages paid for buy and identified with a business or institution that seeks to increase the likelihood that those who consumer those messages will act or think as the advertiser wishes.
advertising
With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of:
brands
Placement of advertising in media is compensated through a ___, typically 15 percent of the cost of the time or space.
commission
In advertising research, ___ measures the effectiveness of advertising messages by showing them to consumers
copy testing
The ___ department is where the advertising is developed from idea to ad. t involves copywriting, graphic design, and often the actual production of the piece, for example, radio, television and web spots
creative
___ refers to the melding of brands and experiences
experiential marketing
Economics refer to the process of proactive consumers to either exit from a sale or to voice their dissatisfaction with a product as
expressing dissapproval
____ is a form of online advertising that directs users who've expressed an interest in a product or service to a brand's sales pipeline.
lead generation
The ____ department makes the decisions about where and when to place ads and then buys the appropriate time or space.
media
Reacting too increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the ____ to monitor potentially deceptive advertising
national advertising review board
When most brands in a given product category are essentially the same, they are called ___
parity
______ reject most traditional advertising and use multiple sources-traditional media, the internet, product ratings magazines, recommendations from friends in-the-know-to not only research a product, but to negotiate price and other benefits.
proactive consumers
_____ refers to automated, data-driven buying of online advertising
programming buying
Creating advertising to appeal to consumer groups of varying lifestyles, attitudes, and behavior patterns is called__ segmentation
psychographic
New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industry's economics, creativity and
relationship with consumers
____ advertising is the advertising of products by stores like sears and Mac's. It is typically local, reaching consumers where they live and shop.
retail
Ad production is billed at an agreed-upon price called a
retainer
Advertising the United States was a small business until the mid-1800's, when industrialization and ___ combined to alter the social and cultural landscape, bringing about advertising/s expansion.
the ciivil war
in the span between the civil war and the first world war, several factors and combined to move the advertising industry to establish professional standards and regulate itself, including by patent medicine advertisers; the examination of most of the country's important institutions, led by the muckrakers; and ___ in 1914.
the establishment of the federal trade commission
The first regular broadcast radio series sponsored by a single company, ____ premiered in 1923, bearing the name of its sponsor,
the everyday hour
During the Great Depression, many advertisements began making direct claims about why consumers needed the products, a technique called
the hard sell
A product's ___ is what sets it apart from other brands win the same product category.
unique selling proposition